Social networks have become an integral part of the strategy used by brands in all sectors to reach their target audiences. In its latest report, Kolsquare (an influencer marketing agency) has reviewed the latest trends in the sector to help companies become ever more effective on social networks.
Kolsquare explains that all the trends identified come from Asia and the United States.
The rise of user-generated content (UGC)
Today, UGC is perceived as “more credible and engaging” than traditional brand-created formats. This spontaneous, embodied content is capable of creating a real link with Internet users. “Brands need to co-construct with creators and give them more freedom,” explains Kolsquare.
The rise of live shopping
Popularized in China, this practice is now being taken up by TikTok in Europe. Online shopping becomes a show, a moment of entertainment. “Shopping becomes a social and immersive experience,” comments Kolsquare. “This format captures attention and generates conversions in real time.”
Gamification
Making content more playful and interactive is a key driver of engagement. “Gamification acts as a powerful emotional driver,” says Kolsquare.
By introducing game mechanisms (quizzes, levels, rewards), some brands succeed in building more active and loyal communities. We no longer just buy a product: we live an experience around the brand.
New voices
Influence is also diversifying in terms of profiles. Consumers are increasingly sensitive to the legitimacy of the voices they listen to. Scientists, activists, employees… these new figures bring a different, often more nuanced voice …
